1. CATSpets + products
THE MOST TRUSTED NAME IN THE PET INDUSTRY PETBUSINESS.COM — FEBRUARY 2017 77
T
here was a time when cat toys
were limited to only a small se-
lection of catnip-based prod-
ucts, jingle bells encased in
plastic balls or simple strands of yarn
cut from grandma’s knitting basket. But
consumers are now exploring methods
to forge closer relationships with their
cats, thawing the misconception that fe-
lines are too cool to play. With growing
consumer interest in products that keep
cats active, manufacturers are tapping
into the expanding market of feline toys
that promote health and interaction.
Using toys that encourage cats to
chase affords the opportunity for these
animals to act in a manner that taps into
natural predator instincts, thereby promoting feline fitness and mental
wellness that will allay anxiety. As with any other creature, recognizing
the existence of distinctive personality traits within each animal is in-
creasingly important for manufacturers to remain relevant.
“Cats have different play styles based on their hunting instincts, and
having varying types of toys allows the retailers to cater to each,” explains
Kirk Dixon, category director for Alliance, Ohio-based Coastal Pet Prod-
ucts. “Consumers continue to place importance on health trends and
transfer those to their pets. We see this trend continuing into the future.”
The interactive cat-toy segment is receiving a lot of attention from
consumers, as these products not only strengthen consumer relation-
ships with their felines, but also afford enjoyment for both animal and
pet parent. As consumers continue to play an active role in their cats’
playtime, they will seek a variety of products that accommodates their
own interests as well as those of their pets.
Susan McCann, national marketing manager of Bloomfield, N.J.-based
Ethical Products, reminds retailers that successfully selling to feline pet
parents requires offering many different
types of items that can appeal to the
distinctive personalities of consumers
and their cats.
“In 2017, we will continue to see a
trend in interactive cat toys. The hu-
man/pet bond is stronger than ever, so
the development of toys that promote
this bond is critical,” she says. “Retailers
should carefully plan their assortment to
offer the most variety without duplica-
tion.”
With the concerns about the well-be-
ing of animals, pet parents will remain
concerned regarding cat fitness and
will continue to ensure indoor animals
receive sufficient exercise to maintain
a healthy weight. Including interactive toys during playtime allows pet
parents to monitor the amount of exercise their cats experience on a
daily basis.
Calm Cats
Ensuring cats are physically healthy by maintaining an ideal weight
and exercising their bodies is important, but promoting the mental well-
being of these animals is also essential. These animals are often misun-
derstood as calm and independent, yet they are susceptible to anxiety,
especially when exposed to uncertain or unfamiliar circumstances.
Explaining the inspiration for his most recent designs, Jim Boelke,
president of Cat Dancer Products in Neenah, Wis., emphasizes the need
to soothe and entertain cats while they are traveling in a carrier or being
held in a kennel.
“Whether in a carrier, or in a cage in a shelter, we want these periods
to be as anxiety free as we can make it for the cats, but until now there
has not been a toy that can actually work well for a cat in confinement,”
Filling the Feline Toy Box
Once limited to simple cat toys, pet parents are demanding products to engage with their felines, leading
manufacturers to create innovative products for meaningful playtime.
B Y D O R O T H Y C R O U C H
PHOTO BY © JACKF
PET1702_077r1077-78_02 CATS.prep.indd 1 1/23/17 1:58 PM

2. CATSpets + products
THE MOST TRUSTED NAME IN THE PET INDUSTRY78 FEBRUARY 2017 — PETBUSINESS.COM
he says. “That means these cats get little exercise and that can affect
mood and behavior.”
While calming cats during travel is important, these animals must
also find comfort in their homes before they will be open to playing.
Manufacturing products that have the appearance of a toy but work
as a tool to combat anxiety has been the focus of some cat-product
designers.
“We provide comfort products because it is important to us that we
help pets live a peaceful, happy life, while strengthening the bond be-
tween pets and their pet parents. An active, engaged and happy pet will
typically exhibit less destructive behavior,” reveals Anjilla Young, director
of marketing with Novi, Mich.-based SmartPetLove.
Made for Fun
Today’s consumers are looking to invest in resilient, quality products,
rather than constantly replacing the same poorly made toys that con-
sistently break, which can be frustrating and threaten pet safety. When
creating toys that withstand cat pouncing, biting or scratching, manu-
facturers understand that they now answer to discerning consumers
who want to improve the quality of life for their pets by providing them
with superior products.
“Our wand designs are shorter [intentionally], as we adhere to human
child safety standards,” says Aimee Diskin, director of innovation for
Novato, Calif.-based Worldwise, Inc. “Interactive play is key to building a
bond with a cat, so greater emphasis should be on shorter wands and
toys without parts that easily pull off.”
Understanding that consumers continue to favor products that are
labelled “Made in the USA,” domestic cat-toy companies are promoting
their stateside manufacturing practices. As a pet owner and sales man-
ager at Los Angeles-based Vee Enterprises, Eric Merva recognizes the
longevity of this trend as a result of the continued and greater inclusion of
animals as family members whom consumers want to keep safe.
“A label that says ‘Made in the USA’ still serves as a big selling point
because it stands for quality as well as safety,” he explains. “Not only is
this important to the majority of domestic consumers and retailers but
retailers overseas, such as China, have a demand for products made
in the U.S.”
Proving more valuable than simple playthings, next-generation cat
toys promote overall pet health. Though the allure of these toys can
easily be explained through the science of basic feline predator in-
stincts, the benefits of these products are far from simple. By design-
ing toys with which consumers can engage their cats, manufacturers
are creating happier, healthy home environments for calm, fit felines. PB
WHAT’SONTHESHELF:CATTOYS
Imperial Cat (imperialcat.com): The
companyhaslauncheditsspringlineof
fun and colorful Cat ’n Around Refillable
CatnipToys.Thetoyscomewithabagof
Imperial Cat’s potent, certified-organic
catnip inside the header card to fill the
toy after purchase. This keeps the cat-
nip fresh and extends the shelf life of
thetoybymonths.
PetPals Group (petpalsgroup.com):
The company’s Louboutin cat toy with
sisal and teasing toys were designed
for extra fun. The unique shape and
teasingtoyonaspringallowsthemost
interactiveplayforcats.Linedwithsoft
fleece, Louboutin is easy to clean, and
enjoyabletothetouch.Louboutinhelps
cats maintain a healthy body weight
and keep muscles toned and strong.
It also promotes mental alertness and
activity.
TheOurPet’sCo.(ourpets.com):TheOurPet’sPounceHouseisanelectroniccattoy
that is designed to stimulate a cat’s hunting instincts, engaging them in fun and
healthy play. The spinning feather teases cats, while the large hunting holes give
fullaccesstobat,clawandpounceonspinningprey.
Thecompany’sHorsin’Aroundiseasytorefillwiththecompany’s100-percent
natural Cosmic Catnip, which drives cats wild when pinched, releasing the aroma
storedinthedriedleavesandflowers.
OurPet’s Snag-ables contain catnip and are designed to provide a holistic play
experiencebygivingcatstheopportunitytofulfilltheirhuntinginstinctwhilenatu-
rallygroomingtheirnails.Snag-ablesaremadewithlooped,durable,texturedma-
terialstokeepcatshappyandhealthy.
PET1702_078r1077-78_02 CATS.prep.indd 2 1/23/17 1:58 PM